kicks

Warriors star point guard Stephen Curry has decided to leave Nike and sign a new deal with the up-and-coming brand Under Armour, according to multiple sources.

Curry will debut is new allegiance at the Warriors’ media day on Friday.

His contract with Nike expires at the end of September. His rising stardom, coming off the Warriors’ playoff run, prompted Under Armour to go hard after Curry. After months of negotiations with both companies, Curry made the surprising move to leave the shoe giant, who he signed with as a rookie, to become the face of the new kid on the block.

Many in the sneaker world will view this is a risky, gutsy move by Curry. Nike, according to a Forbes report in April, owns 34 percent of the basketball shoe market. The Jordan Brand, a division of Nike, dominates 58 percent of the market. Under Armour has 0.6 percent of the market.

Under Armour is mostly known for its football equipment. Curry is the big splash the brand was looking for to give its basketball line credibility. Other endorsers of Under Armour include Detroit point guard Brandon Jennings, Charlotte guard Kemba Walker, New York guard Raymond Felton, Sacramento guard Greivis Vasquez, Los Angeles Clippers center DeAndre Jordan and Warriors guard Kent Bazemore.